The “5Rs of Rugby”: A reflective case study on the reality of implementing a mental health literacy and social norms intervention with professional rugby players

Professional athletes face unique pressures on their well-being, particularly during elite competitions. In the context of professional rugby union, there is little research into players’ mental health experiences, literacy, and help seeking. We implemented a social norms intervention that aimed to improve outcomes in these three areas in the 2022–23 season. The present case study presents a reflective account of the reality of implementing this project across Irish professional rugby union teams from the perspective of the key collaborators in the project, including staff working for Rugby PlayersIreland, clinical staff who provide well-being services to players, and academic researchers. We identify several considerations for future applied research of this nature with professional athletes, including the importance of developing flexible and collaborative relationships between practitioners and academic researchers. We discuss measuring impact, logistical and planning difficulties, gaining entry and ensuring buy-in, and engaging athletes through effective delivery in professional sport. Balancing the (often idealized) demands of academic research with the practical realities of elite sport remains a challenge but one that, when navigated effectively, can help bridge the gap between research and applied practice.